Catchword (company)

Catchword
Private
Industry Branding, Naming, Corporate Identity
Founded 1998
Headquarters Oakland, California; USA
Key people
 Maria Cypher, Mark Skoultchi
Website www.catchwordbranding.com

Catchword is a naming firm that creates names for companies and products. Headquartered in Oakland, California with an East Coast office in New Jersey, Catchword has created names for industries that include technology, food and beverage, consumer products, financial services, and healthcare.[1]

Corporate history

Founded in 1998 during the dot-com boom, Catchword initially focused on technology and start-ups but later broadened its scope to cover many industries.[2] Catchword's principals are Maria Cypher and Mark Skoultchi.[3]

Services

Services offered by Catchword include company and product naming; tagline creation; naming strategy, architecture, and protocol; linguistic analysis; preliminary availability screening; and naming research.[4][5][6]

Catchword is a member of the Global Naming Network, which comprises naming firms from around the world that collaborate on creative work and linguistic analysis.[7]

Notable clients

Catchword has created names for hundreds of clients, including:[8][9][10][11][12]

AMC Networks, Inc.
Canon USA
Charles Schwab & Co., Inc.
Chipotle Mexican Grill, Inc.
Corning Incorporated
eBay Inc.
ETS (Educational Testing Service)
Fitbit Inc.
Genentech, Inc.
General Mills, Inc.
The Gymboree Corporation
Intel Corporation
Johnson & Johnson
McDonald’s Corporation
Merck & Co., Inc.
PepsiCo, Inc.
Safeway Inc.
SEGA Corporation
Starbucks Corporation
Wells Fargo Bank

Notable names

Catchword has created the following notable names:[13][14][15][16]

Crazy 8 for Gymboree
Charge, Flex, Surge, One, Zip, and Force for Fitbit
Dreamery for Dreyer's
Infusion for Spalding
Javiva for Peets
Keysight (spinoff of Agilent)
Kijiji for eBay
Maxify for Canon
Photoshop Elements for Adobe
Refreshers for Starbucks
Shomi for Rogers and Shaw Communications
Upwork for Elance-oDesk

Other projects

Catchword reviews brand names on its website.[17]

The company runs PopNamer, a website that hosts name games in which the general public submits name ideas for trends and social phenomena or new names for existing products and companies.[18][19]

Catchword also operates Just The Word, a catalog of domain names.[20]

Notes

  1. ↑ Schellhorn, Eric (26 July 2004). "Firms play tough game to defend a good name". Christian Science Monitor.
  2. ↑ http://www.stanfordalumni.org/news/magazine/2005/novdec/dept/onthejob.html
  3. ↑ http://www.stanfordalumni.org/news/magazine/2005/novdec/dept/onthejob.html
  4. ↑ Elliott, Stuart (13 November 2007). "Next Project for eProject: A New Name". The New York Times.
  5. ↑ Denham, Kristin; Anne Lobeck (2009). Linguistics for Everyone: An Introduction. Cengage Learning. p. 94. ISBN 1-4130-1589-1.
  6. ↑ 99% Invisible. "How Companies Name New Products". Slate. Slate. Retrieved 8 September 2015.
  7. ↑ "Global Naming Network USA Members". Global Naming Network. Retrieved 1 October 2015.
  8. ↑ Gabler, Neal. "The Weird Science of Naming New Products". The New York Times. The New York Times. Retrieved 25 June 2015.
  9. ↑ Quinn, Michelle (29 August 2007). "Dot-com names get dottier". The Los Angeles Times.
  10. ↑ http://www.metroactive.com/papers/metro/08.09.01/cover/spirit-0132.html
  11. ↑ "Catchword Profile". Clutch. Retrieved 1 October 2015.
  12. ↑ "Full Client List". Catchword Branding. Retrieved 1 October 2015.
  13. ↑ Gabler, Neal. "The Weird Science of Naming New Products". The New York Times. The New York Times. Retrieved 25 June 2015.
  14. ↑ Quinn, Michelle (29 August 2007). "Dot-com names get dottier". The Los Angeles Times.
  15. ↑ http://www.metroactive.com/papers/metro/08.09.01/cover/spirit-0132.html
  16. ↑ "Catchword Profile". Clutch.co. Retrieved 1 October 2015.
  17. ↑ "Catchword Branding Name Reviews". Catchword Branding. Catchword Branding. Retrieved 8 October 2015.
  18. ↑ "PopNamer". PopNamer. Catchword Branding. Retrieved 8 October 2015.
  19. ↑ Berry, Freya; Geller, Martinne. "MegaKega? Megabrew? Beer merger plans launch corporate name game". UK Reuters. Thomson Reuters. Retrieved 30 October 2015.
  20. ↑ "About Just The Word". Just The Word. Just The Word. Retrieved 8 October 2015.

External links

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